This article, written by Stuart Davidson, outlines the benefits gained by those businesses who have fully embraced the internet, giving examples and some common mistakes made by the majority of websites.

How websites are currently being used

Most firms are using their website as a brochure, letting people know what they do and describing their products and services. They also give information on their company such as their history and contact details. Just as the company's tangibles (shop-front, vans, offices) are the face of their organisation so too, and even more so, is their company website. As a communication tool, just like adverts, various messages, both clear and subtle, can be delivered. All graphic designers will explain how the use of quality pictures and graphics can give the image of professionalism and build credibility.

Some firms are generating new revenue streams via on-line selling over the internet (commonly known as e-commerce or shopping carts).

With the advancement in technology, and in particular the reduction in costs of telecommunications, companies are now looking at the internet to help them in functional areas of the business, not just sales and marketing, but also within finance, operations and human resources. Looking for ways to incorporate internet technology throughout the company is known as e-business. Whilst large corporations are ahead of the game, the reduced costs and availability of software tools, have enabled smaller companies to embrace the internet and reap the benefits.

The Benefits of using the Internet Effectively

• Increasing Sales

  Selling products online is an obvious benefit, but do you have knowledge, information, research material or courses which people may be interested in. The Economist magazine sells not only previous articles but all sorts of business reports, such as industry sector updates and competitors analysis.

• Marketing your products

  Direct marketing campaigns have been around for a long time. Targeting potential customers who have agreed to receive emails on your products and services is a cheaper, more effective faster way of reaching your audience. Your home grown database of email addresses complimented by 'rented lists' can kick-start your e-mail marketing campaign. Whether it's a new product launch, special offers, announcements of forthcoming sales, offers of discount coupons or events, e-mail campaigns are immediate. The results will be seen quickly. You can test your campaign on a select few and then refine your message before full implementation.

  Increasing the search engine visibility (where your site is ranked in the search engines) will drive potential customers to your website, reducing the cost of generating leads.

  The number of 'hits' to your website will peak after an advertising campaign goes live. Comparing the number of visitors to your site after the release will show the success of your ad campaign and this will provide valuable information when deciding whether to rerun those ads.

• Keeping your customers and increasing customer service

  If the 'cost of sale' to current customers is less than it is for new customers then it is imperative that companies concentrate on retaining customers.

  Could you provide your customers with any online tools? A firm of accountants could provide their clients with an online expenses entry system, or a PAYE calculator, or generate and send automatic email reminders for their client's important due dates.

  Could you provide your customers with tips, installation instructions or industry news?

  If your website is kept up-to-date and aims to serve the needs of your customers then they will want to return to your site regularly. This will enforce your company's presence firmly in the minds of your customers and when they come to make purchasing decisions, guess who they will choose.

• Increase efficiency and reduce costs
  

  How much literature do you send through the post - glossy brochures, forms, reports etc? Have you asked your customers and prospects if they would prefer to receive information electronically? One of the main objectives of a PLC's website is to provide company information to their investors, especially the thick Annual Report and Accounts. If investors want a copy of the Report and Accounts, they can get it immediately on-line and it doesn't cost the company a thing. Also, think of the time a company can save if their customers stop requesting forms by phone and instead simply download them from the document management system on the website.

  My brother sells telecoms. He works from home, making appointments etc. He travels 140 miles round trip to his office about once a week. He drops off orders, occasionally may sit through a presentation from the sales director or may learn some new tips from the top salesman. All this could have been done with the use of the company's website. I agree, you cannot take away the face-to-face aspect, but could a visit once a week be replaced by once a month - three extra days a month to sell (or play golf). With the use of multi-media e-presentations companies could distribute corporate videos through their site and after set-up costs distributing 10 or 1000 costs nothing.
  
  It is always difficult for HR to get the company's business managers together all in one room at the same time for training on relevant topics, such as interview techniques, basic employment law or health and safety. Managers often complain about the lack of concern HR show for their busy schedules. An e-learning course could enable each manager, to go through a course at their own pace and at the time and location of their choice.
  

Here are a few example of how companies are effectively using the internet.